men and fashion survey -...

03.05.2013

Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)

1

Men and fashion survey

Project Characteristics

03.05.2013 2

Project Men and fashion survey

Goal Measuring sponsoring awareness and effect of sponsoring

Countries DE, CH, BE, NL, FR, FI, NO

Survey period 16.04.2013 – 21.04.2013

Sample description Men, aged between 18-49 years

Sample size n = 3.500,

(500 respondents per country)

Method Online Survey via Consumer Panel Respondi AG

Contact [email protected]


Executive summary

303.05.2013

• Men in BE, FI and NO don‘t seem as fashion interested as men from the other countries

• More than half of the respondents from FR generally wait until clothes and shoes are reduced before buying them• More than half in DE, CH and NL buy clothes/shoes immediately if they really like it

• In all countries the partner is the most trusted source for fashion advices• 42%/43% in FI/NO don‘t need advice when it comes to fashion

• Half of the respondents from DE and CH state that they talk about fashion• If men talk about fashion it’s mainly with the partner or friends

• Most men in all countries don‘t have a fashion icon

• A men‘s skirt is the worst fashion no go across all countries• One third of the respondents from FI think that a man can wear anything he likes

• Men in DE and CH own the most pairs of shoes with 10 pairs on average

• Blue Jeans is the all time favorite fashion item in all countries• Black and blue are the most favorite colors for fashion


Do you like shopping clothes/shoes?

03.05.2013 4


Do you like buying clothes/shoes for yourself ?

70%66%

39%

61%

71%

35%

30%34%

62%

39%

29%

65%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

DE CH BE NL FR FI NO

No

Yes

No data for FI

Buying clothes/shoes need driven?

03.05.2013 5


Do you buy clothes/shoes only if you need them?

41% 44%

62%

51% 53% 56% 52%

51% 47%

29%41% 37%

40%42%

8% 9% 9% 8% 11%4% 6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


no requirement needed tobuy clothes/shoes

spontaneous purchasesare possible

only if required

Immediate purchase or waiting for reduction?

03.05.2013 6


Do you wait until clothes/shoes are reduced ?

62%

56%

46%

50%

39%

45%

44%

30%

39%

43%

41%

57%

44%

46%

9%

6%

11%

10%

4%

11%

11%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

If I really like it I buy itimmediately

I'll wait until it is cheaper

Don't know

Accepted fashion advice

03.05.2013 7Men survey DE/CH/BE/NL/FR/FI/NO 04/2013; Survey period: 16:04.- 21.04.2013; n=3500 (500 participants per country)

64%

26%

28%

1%

1%

22%

0% 100%

I don't need

advices

when it

comes to

fashion

partner

friends

family

fashion

magazines

online

fashion

blogs and

websites

64%

17%

18%

1%

1%

23%

0% 100%

62%

18%

17%

4%

1%

25%

0% 100%

60%

28%

24%

2%

1%

25%

0% 100%

44%

17%

16%

1%

1%

42%

0% 100%

65%

21%

24%

4%

1%

22%

0% 100%

37%

25%

15%

7%

3%

43%

0% 100%

Whom do you trust when it comes to fashion advice? – multiple answers were possible

Fashion Icon existent?


4% 6% 4% 6% 8%4% 5%

96% 94% 96% 94% 92%96% 96%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


No

Yes

Do you have a fashion-icon?

Fashion Icons


Fashion-icons open answers

(Here respondents who answered with

“yes” on the slide before)

n=20 n=29 n=21

n=29n=36

n=18 n=21

Opinion of fashion-conscious men

03.05.2013 10


What do you think about fashion-conscious men.

17%

17%

8%

6%

17%

13%

7%

30%

31%

21%

26%

29%

21%

20%

47%

44%

48%

51%

46%

53%

54%

5%

6%

9%

8%

4%

8%

10%

2%

3%

14%

10%

5%

5%

10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

DE

CH

BE

NL

FR

FI

NO

Great

2

I don't care

4

I despise fashion

Importance of fashion minded women


How important do you find fashion minded women?

45%

50%

59%

41%

55%

48%

42%

54%

47%

40%

57%

41%

50%

56%

1%

3%

1%

2%

4%

3%

2%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

More important thanfashionminded man

As important as for men

Men should be morefashionminded than women.

Importance of fashion aspects


8%4% 3% 4%

9%4% 5%

17%

16%12%

17%

24%

20%12%

20%

20%23%

25%

21%

19%

24%

40%42%

38%

39%

32%

38%38%

16% 19%25%

15% 14%19% 21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Absolutely notimportant

Rather unimportant

important

more important

very important

4% 3% 2% 3%7%

0% 1%

10% 11%7%

12%

18%

6% 6%

20% 22%

21%

28%

23%

12%

20%

42%42%

44%

41% 35%

42%

48%

24% 22%26%

16% 17%

41%

25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Specific brands Most current trends

How important do you find the following about clothing and shoes?



33% 35%30%

16%

45%41%

33%

39%41%

37%

41%

35%37%

41%

25%20%

27%

35%

16% 19%21%

3% 3%5% 6%

3% 2% 3%1% 1% 2% 2% 1% 1% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Rather unimportant

important

more important

very important

13%7%

3% 5%12%

6%10%

23%

21%

15%

22%

22%

15%

23%

24%

26%

26%

36% 25%

19%

31%

29%33%

38%

28%

28%

41%

26%

11% 13%19%

8%13%

19%

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Good quality Individual style




17% 16%10%

14%19%

13% 12%

30% 30%

30%30%

30%

28% 26%

35%35%

40%

41% 31%

30% 36%

15%14% 14%

9%14%

21%16%

4% 6% 6% 4% 6% 8% 9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Rather unimportant

important

more important

very important

That everything fits together


Talking about fashion?


50% 50%

31%

47% 44%

35%

13%

50% 50%

69%

54% 56%

65%

87%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


No

Yes

Do you talk about fashion?

64%

46%

14%

28%

61%

22%

17%

35%

1%

0% 100%

Talking about fashion withL


69%

53%

25%

19%

59%

37%

22%

46%

0%

0% 100%

Best

female

friend

partner

family

parents

Own

children

friends

With whom do you talk about fashion? – multiple answers were possible (Here respondents who answered with “yes” on the slide before)

Best male

friend

colleagues

others

66%

39%

10%

22%

52%

22%

15%

44%

0%

0% 100%

70%

46%

19%

24%

54%

21%

15%

33%

1%

0% 100%

62%

43%

17%

15%

53%

23%

18%

42%

1%

0% 100%

58%

33%

15%

11%

64%

27%

8%

40%

2%

0% 100%

58%

33%

9%

13%

70%

34%

8%

48%

0%

0% 100%

Low sample

size fo NO!

n=64

Feeling uncomfortable when receiving compliments?

03.05.2013 17


Do you feel uncomfortable receiving compliments for your outfit?

8%

6%

5%

8%

7%

6%

6%

8%

7%

9%

7%

8%

7%

11%

39%

34%

46%

43%

37%

50%

39%

44%

52%

38%

38%

45%

35%

43%

1%

1%

2%

4%

3%

2%

2%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

Yes

Compliments of men areawkward

I don't care

No, that pleases me

No, that's my aim

A compliment by whom is more pleasing?


47%

48%

5%

A compliment of who is more pleasing?

57%

1%

42%

42%

56%

2%

45%

51%

4%

57%

2%

41%

40%

3%

57%

44%

2%

54%

DE

FRBE

NL

CH

FI

NO

Women Men both genders equally

Complimenting on perfect outfitL


83%

50%

50%

52%

33%

10%

15%

6%

0% 100%

Even

strangers if

I really like

the outfit

partner

friends

Close

friends

family

My boss

colleagues

No one

82%

47%

42%

54%

35%

10%

16%

6%

0% 100%

75%

35%

33%

51%

20%

6%

8%

11%

0% 100%

72%

47%

36%

48%

30%

8%

11%

10%

0% 100%

77%

37%

35%

41%

23%

5%

7%

9%

0% 100%

66%

41%

36%

40%

30%

12%

15%

18%

0% 100%

61%

53%

32%

45%

39%

12%

11%

16%

0% 100%

Who would you compliment on a perfect outfit / piece, or nice shoes? – multiple answers were possible

Fashion no-gos for men


13%

10%

6%

4%

5%

6%

4%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

40%

33%

35%

43%

41%

13%

42%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

14%

16%

18%

18%

13%

12%

8%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

What, according to you, should a man never wear? – multiple answers were possible

A silk scarfMen’s purse/bagFlip Flops



6%

5%

4%

5%

5%

8%

26%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

2%

2%

2%

3%

3%

2%

2%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

9%

8%

6%

15%

4%

2%

3%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO


Sleeveless shirt Shirt with short sleeves Sandals



13%

9%

12%

5%

4%

8%

15%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

46%

53%

58%

49%

56%

42%

51%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

54%

54%

62%

56%

59%

48%

58%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO


Salmon-colored polo shirts Make-up Men skirts



36%

23%

12%

2%

20%

22%

16%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

12%

18%

17%

22%

17%

33%

17%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

A man can wear anything he

likes


Short suit trousers

Men’s accessories and frequency of wearing them


2%

8%

2%

5%

6%

4%

4%

31%

40%

27%

33%

39%

46%

47%

53%

43%

54%

50%

44%

40%

43%

11%

7%

15%

12%

11%

8%

6%

2%

1%

2%

1%

1%

1%

1%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO Always

Often

Some times

Not at all

Would never cometo my mind

4%

4%

3%

3%

3%

6%

2%

12%

20%

15%

9%

18%

29%

14%

42%

50%

48%

35%

54%

52%

52%

34%

21%

29%

41%

24%

11%

29%

8%

5%

5%

12%

2%

2%

3%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

sun glasseshat/cap

How often do you wear these accessories?



1%

0%

1%

1%

2%

1%

2%

15%

17%

16%

7%

26%

22%

16%

59%

52%

57%

39%

48%

48%

49%

20%

25%

20%

38%

21%

25%

29%

6%

6%

6%

14%

3%

4%

4%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO Always

Often

Some times

Not at all


0%

0%

1%

0%

1%

0%

1%

4%

4%

4%

5%

7%

7%

2%

22%

19%

16%

14%

21%

19%

9%

50%

55%

57%

53%

54%

53%

64%

24%

22%

22%

28%

17%

21%

25%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

scarf shawl




5%

5%

1%

5%

8%

3%

3%

10%

11%

16%

11%

13%

12%

15%

22%

19%

57%

18%

21%

31%

46%

41%

46%

20%

44%

39%

43%

31%

22%

18%

6%

22%

19%

12%

5%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO Always

Often

Some times

Not at all


49%

53%

52%

37%

46%

30%

39%

11%

11%

10%

11%

16%

13%

14%

19%

13%

14%

18%

16%

20%

21%

19%

20%

22%

31%

21%

35%

26%

2%

3%

2%

4%

2%

2%

1%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

bag watch




6%

9%

6%

7%

15%

3%

3%

7%

6%

3%

7%

10%

4%

4%

16%

19%

17%

18%

18%

16%

16%

50%

49%

55%

51%

49%

61%

63%

21%

17%

20%

17%

9%

15%

15%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO Always

Often

Some times

Not at all


13%

15%

11%

22%

13%

7%

9%

5%

6%

5%

7%

5%

3%

4%

10%

15%

12%

14%

12%

17%

15%

57%

52%

61%

46%

59%

63%

64%

15%

12%

13%

11%

11%

10%

9%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO


braceletsring



17%

25%

17%

20%

21%

21%

13%

6%

7%

3%

8%

9%

4%

4%

14%

16%

12%

19%

14%

21%

20%

46%

42%

54%

43%

49%

47%

54%

17%

11%

15%

11%

8%

8%

9%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO Always

Often

Some times

Not at all


11%

16%

2%

11%

6%

8%

4%

2%

3%

1%

4%

2%

1%

2%

4%

4%

1%

8%

3%

4%

5%

47%

48%

47%

50%

55%

50%

63%

36%

30%

48%

27%

34%

37%

26%

0% 20% 40% 60% 80% 100%

DE

CH

BE

NL

FR

FI

NO

necklaces Ear rings


None of

these

25% 32% 8% 7% 13% 12% 21% 17% 1% 1% 16% 18% 17% 14%

31% 34% 7% 8% 12% 12% 17% 18% 1% 2% 17% 17% 14% 11%

34% 35% 9% 8% 11% 12% 18% 18% 0% 0% 13% 13% 14% 13%

18% 20% 8% 8% 5% 9% 31% 28% 2% 1% 21% 21% 15% 14%

40% 38% 5% 6% 15% 15% 17% 19% 1% 1% 11% 13% 11% 9%

18% 21% 4% 6% 21% 22% 19% 18% 2% 1% 14% 13% 23% 20%

14% 16% 5% 3% 18% 15% 25% 27% 1% 1% 16% 18% 20% 19%

Which Outfit would you wear on a first date and which one to meet your future in-laws?


In which outfit would you might go to a first date? Which outfit would you choose for a first visit to the parents of your partner?

Average numbers

of shoes at home

Average cost of the

most expensive pair

10 pairs 181,41 €

10 pairs 291,93 €

6 pairs 153,87 €

6 pairs 208,52 €

6 pairs 153,53 €

8 pairs 145,71 €

9 pairs 249,57€(1919,66 NOK)

Men and shoes


How much where your most expensive pair of shoes? – open question

How many pair of shoes do you have at home at the moment? (Only your shoes) – open question

Most expensive clothing piece on average


How much was your most expensive clothing piece? And what was it?

361€

597€

290€

347 €

252€

368€

(4712 NOK)

618€

Favorite clothing item?


17%

5%

12%

12%

11%

3%

6%

7%

2%

0%

1%

2%

5%

25%

0% 50%

Jeans

Trousers

Suits

I don't have a

favorite item

Do you have one or more favorite clothing items? From which category comes your favorite clothing item?

T-shirts

Shirts

Shoes

Jumpers &

Cardigans

Jackets

Coats

Swimwear

Underwear

Accessoiries

Sports

clothing

13%

5%

6%

13%

13%

5%

3%

8%

2%

0%

1%

0%

6%

24%

0% 50%

10%

5%

6%

7%

15%

5%

5%

6%

2%

0%

2%

1%

3%

31%

0% 50%

17%

5%

12%

12%

11%

3%

6%

7%

2%

0%

1%

2%

5%

25%

0% 50%

16%

5%

2%

13%

7%

6%

3%

7%

2%

0%

3%

1%

10%

24%

0% 50%

13%

5%

7%

11%

13%

6%

5%

6%

3%

0%

3%

1%

4%

23%

0% 50%

10%

6%

3%

13%

9%

4%

5%

8%

2%

0%

0%

1%

7%

31%

0% 50%

All-time favorite fashion item


4%

17%

3%

15%

60%

12%

10%

0% 100%

1%

17%

4%

5%

51%

16%

9%

0% 100%

2%

18%

3%

7%

53%

18%

13%

0% 100%

2%

15%

6%

10%

53%

11%

7%

0% 100%

3%

21%

4%

6%

51%

18%

23%

0% 100%

2%

18%

5%

6%

53%

17%

3%

0% 100%

4%

10%

6%

14%

63%

15%

7%

0% 100%

Trends come and go. What is your all-time favorite, that you always wear, no matter what trend it is? – multiple answers were possible

Converse

Chucks

Leather

jacket

Tracksuit

top

Sweat

jacket

Blue

jeans

Suits

Hat/

cap

54%

9%

3%

13%11%

33%

3%

4%

9%

2%

6%

11%

2%

2%

21%

0% 100%

Favorite clothing color


35%

6%

3%

9%

9%

39%

2%

1%

6%

2%

3%

6%

0%

1%

24%

0% 100%

Lila

Brown

I don't have

a favorite

color. What is your favorite color when it comes to clothes? – multiple answers were possible

Pink

Black

Grey

Beige

Blue

White

Turquoise

Green

Petrol

Yellow

Red

Orange

43%

9%

10%11%10%

43%

3%

3%

5%

3%

4%

7%

1%

3%

18%

0% 100%

28%

6%

5%

13%

5%

45%

2%

1%

5%

1%

2%

8%

0%

2%

20%

0% 100%

32%

4%

2%

5%

7%

37%

2%

3%

3%

1%

1%

5%

2%

2%

23%

0% 100%

40%

8%

8%

13%

9%

35%

2%

1%

2%

1%

2%

6%

2%

3%

20%

0% 100%

42%

10%

5%

16%13%

46%

2%

1%

8%

2%

4%

11%

2%

3%

21%

0% 100%

Fashion self-confidence


40%

50%

40%48% 51%

30%26%

23%

22%

20%

18%17%

45% 53%

37%

28%

40%34% 33%

26%21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Don't know

No

Yes

Would you describe yourself as being stylish and having a good taste?

Brand awareness of clothing and shoes


24% 22%28%

34% 31% 34%

20%

52%50% 39%

41%40%

47%

46%

23%29%

33%26% 29%

19%

34%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


No, I don't knowit

More or less

Yes, obviously

Do you always know which brands you're wearing and where you bought your clothing or shoes?

Average expenses for clothes per month


How much do you spend in average per month on clothing?

101.00

127.00

95.00

108.00

88.00

57.00

103.00

- 50.00 100.00 150.00

DE

CH

BE

NL

FR

FI

NO

€€€

€

€

0€

€

€

€

€

€

Importance of life aspects


9% 7%3%

10%5% 4% 4%

26%20%

12%

23%

13% 15% 16%

39%

37%

43%

45%

36%29%

38%

24%

30%

32%

19%

38%44%

35%

3% 5%10%

3%8% 8% 8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Rather unimportant

important

more important

very important

19%13%

9%15% 13% 13% 14%

36%

32%

23%

28%25% 26%

30%

34%

37%

47%

40%

41%36%

38%

11%17%

19%14%

18%22%

15%

1% 1% 3% 3% 3% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Fashion/shoes Technology (e.g. multimedia, computer, gaming)

How important are the following aspects in your life?



10% 7% 6%10% 7% 10% 7%

23%

16%12%

17%

13%

18%17%

33%

33%40%

34%

37%27% 38%

27%

31% 31%30%

32%29%

29%

8%13% 12% 10% 11%

16%10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Rather unimportant

important

more important

very important

21% 19%

9%14% 13% 15% 12%

21%19%

21%

24%

16%

22%25%

29%30%

34%

34%

32%

26% 27%

21% 25%

23%

21%

27% 26% 21%

8% 8%13%

8%12% 11%

15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Cars Sports




26%23%

13%21%

17%24%

19%

38%

37%

38%

40%42%

36%

37%

30%35%

40%

32% 35%29% 35%

5% 5%9% 5% 6%

10% 8%

1% 1% 1% 2% 0% 2% 2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Rather unimportant

important

more important

very important68%

58%54%

48%

57%61% 62%

17%

25%29%

25%

25% 17%21%

10% 13% 13%

22%12%

14%14%

4% 4% 3% 4% 5% 6%3%1% 1% 1% 2% 1% 2% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Hobbies Family




33%26% 23%

27%

18% 19% 20%

31%

32%

30%

32%

26%

35%39%

25%28%

32%

35%

36%

28%

32%

7% 9% 9%

4%

13% 12%

8%5% 5% 6%

3%8% 7%

2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



Rather unimportant

important

more important

very important

Job


men and fashion survey -...

Documents